"Marketspace- A Social Gathering Platform"- Undergraduate Thesis by Ar. Riddhi Kuppa

MARKETSPACE

A social gathering platform

Riddhi Sreeram Kuppa Semester IX ( Part 1) Guided by Ar. Arun Fizardo

Bachelors of Architecture

L.S. Raheja School of architecture, Mumbai Affiliated to Mumbai University 2021 - 2022

DECLARATION

I hereby declare that this written submission entitled “Marketspace - A social gathering platform” represents my ideas in my own words and has not been taken from the work of others (as from books, articles, essays, dissertations, other media and online); and where others’ ideas or words have been included, I have adequately cited and referenced the original sources. Direct quotations from books, journal articles, internet sources, other texts, or any other source whatsoever are acknowledged and the source cited are identified in the dissertation references.

No material other than that cited and listed has been used.

I have read and know the meaning of plagiarism* and I understand that plagiarism, collusion, and copying are grave and serious offences in the university and accept the consequences should I engage in plagiarism, collusion or copying.

I also declare that I have adhered to all principles of academic honesty and integrity and have not misrepresented or fabricated or falsified any idea/data/fact source in my submission.

This work, or any part of it, has not been previously submitted by me or any other person for assessment on this or any other course of study.

Signature of the Student:

Name of the Student: Riddhi Sreeram Kuppa

Exam Roll No:

Date: Place: Mumbai

The following defines plagiarism: “Plagiarism” occurs when a student misrepresents, as his/her own work, the work, written or otherwise, of any other person (including another student) or of any institution. Examples of forms of plagiarism include:

• the verbatim (word for word) copying of another’s work without appropriate and correctly presented acknowledgement;

• the close paraphrasing of another’s work by simply changing a few words or altering the order of presentation, without appropriate and correctly presented acknowledgement;

• unacknowledged quotation of phrases from another’s work;

• the deliberate and detailed presentation of another’s concept as one’s own.

• “Another’s work” covers all material, including, for example, written work, diagrams, designs, charts, photographs, musical compositions and pictures, from all sources, including, for example, journals, books, dissertations and essays and online resources.

C E R T I F I C A T E

This is to certify that Riddhi Sreeram Kuppa has successfully completed her design dissertation (Part 1) on the topic ‘Marketspace - A social gathering platform’ under the guidance of Ar. Arun Fizardo.

The dissertation is undertaken as a part of the academic study based on the curriculum for Bachelors of Architecture program conducted by the University of Mumbai, through L.S. Raheja School of Architecture, Mumbai.

SEAT NUMBER: ______

Thesis Guide: Ar. Arun Fizardo

L. S. Raheja School of Architecture, Mumbai

Principal: Ar. Mandar Parab.

L. S. Raheja School of Architecture, Mumbai

External Juror 1:

External Juror 2:

ACKNOWLEDGEMENTS

First and foremost, I’d like to thank God for showering his blessings, giving me the power to fight back through all the downs by treating them as challenges and making everything seem so smooth.

My parents, Sreeram Kuppa and Sunila Kuppa have been my constant pillar of strength. From taking me to take prints late night to handling all my mood swings due to stress, they’ve always made sure to make everything easier. They’ve left no stone unturned to make my life trouble-free.

I’d like to thank Ar Mandar Parab for giving us innumberable opportunities in college, academically and other extra-curriculum activities, and making our journey more fruitful and enjoyable. The international trips organized by him definitely top it over everything else.

This project would not have been possible without the constant support of my guide Ar Arun Fizardo, who agreed to help me gather my thoughts, filter them and reflect them in my design with his perpetual advice.

I thank Ar Swanand Mahashabde for constantly encouraging me to push boundaries and do my best at what I present, Ar Mridula Pillai Gudekar and Ar Anuj Gudekar for guiding me when I was stuck, Ar Prachitee Lad Shetty and Ar Neeta Sarode for always being available to help out, and Ar Shraddha Geevith for sharing links of projects she found interesting.

Lastly, my friends who made this journey the best one. Shazneen Aga and Komal Kshirsagar for being my constants since day 1 of college, Atharva Maluste for listening to all my rants, Purvi Bomb for being my all-time entertainer, Pallavi Kulkarni for giving me advice, Akanksha Anchan for always being ready to roam, Devayani Joshi for making me fall in love with shadows, Raj Yadav for fixing my mood, Aishwarya Warad for always being a call away, Sanket Wakharkar for singing so beautifully, Kimaya Kulkarni for giving me solutions to problems, Shubham Pancholi for making me laugh with his lame habits, Muskan Gemavat for accompanying me to exhibitions, and Sachet Thacker for technical help. This journey of overcoming all the panic attacks and overstressing to a successful one definitely wouldn’t be possible without them.

ABSTRACT

"Markets are complex spaces of commerce and sociability that often contradict the modern use of public spaces; they are remnants of the past lodged in the heart of modern cities. At the same time, markets are living institutions rather than static heritage sites, and they exercise important social functions for the neighbourhoods in which they are located." (Black, Rachel 2012)

The most exciting activity for me, as I remember it from my early childhood, was the weekly market visit together with my parents. It fascinated me everytime, not only the freshness of products and heaps of fruits and vegetables, or the food that was made using the products bought at the visit but that entire scene that I, as a kid, would not only watch but be engaged in by the activities happening around. People would know my parents, talk to them, ask questions and compliment me, offer fresh fruits or candy to taste, inform my mother to purchase from their fresh products that they saved up earlier especially for her.

Growing up, and especially having a busy lifestyle, have distanced me from the markets, from the noise, the fresh smell and the negotiation. In the recent years, I chose the safest and more convinient option of going to the supermarket and purchasing nicely packed vegetables, fruits or for that matter other pre-made products. Recently, I started realizing the entire decay of the marketplace when we were given different markets to study for Humanities in Semester 5. The marketspaces nowadays have no proper light or ventilation. When I went abroad, I realized how marketspaces can be made lively with courtyards and lightwells and giving interactive spaces where people can spill out post shopping. However, in this age of supermarkets, shopping malls, e-commerce shopping, we have conveniently forgotten how rich the shopping experience of any local market is. Our primary purpose of visiting a local market, supermarket or ecommerce website is the same, yet our experience at all the places is fairly different. It’s this shopping experience I’d want to enhance and work on through my thesis.

SYNOPSIS AIM

The aim of my project is to look at the evolution of markets, the state of shopping that was, is and will be in the future. It will focus on understanding the type of market that is required for the people of today.

NEED

Markets play an important role for economic, social, and cultural exchange in terms of the urban contexts. They provide for interaction grounds for people of the city to connect with each other.The market is an absolute ideal setting of an informal public lifethat hosts the regular, voluntary, informal, happily anticipated gatherings beyond the circle of work and home. Even online shopping is being enjoyed these days as they provide with various qualities and more variety however the guarantee of the product received isn’t applicable. Things have advanced in a way where delivery is available within 2 hours of placing the order. The need of the time is to understand what kind of market space is really required to be designed and thefunction it will play. I would like to study the pros and cons of both physical and online market and try to conclude by the end on what is better and come up with a solution catering to all generations according to their conveniences. A market that could serve as a public realm.

OBJECTIVES

➢ Understanding the history and evolution of markets and their roles at different points of the time, how it developed architecturally over the years

➢ Understand the different types of markets and the role it plays

➢ Understanding the various layers of interaction between the various types of people involved in the trade that takes place

➢ Understanding the social and cultural role a market plays in an urban context and the changing times

➢ Understanding the working of a market and the variouscomponents and features of shopping

➢ The impact of architecture in a market space and the infrastructure required to cater to the different needs of theretailer

➢ Figuring out the markets that need to be visited

➢ Understanding the future technologies/suggestions that could cater to improving and making marketing a more convenient process

➢ Figure out the current image people associate with whenasked about a market

➢ Mapping a market physically

➢ Is an online platform better and more convenient?

METHODOLOGY

1) Survey questionnaires targeting diverse types of consumers and vendors to understand the different perception of online versus the physical market

2) The market preferred by the different age groups, the problemsfaced by the seller and purchaser

3) Going physically to markets and mapping the markets andasking for the plans of the respective market

4) Case studies – live and online

i) Crawford market to understand wholesale market andthe interaction that takes place

ii) Apmc market, vashi

iii) Temporary markets like kala ghoda

iv) Weekly market outside PDP Grounds

v) Dilli haat

vi) The Open Mall – City Centre – Salt Lake by CharlesCorrea

vii)Online platforms like amazon, flipkart, urbanic etc

5) Secondary data collection like books, pdfs, articles, newspaper to understand

i) the timeline and analyze the changes

ii) the time period of the evolution of markets since theoldest civilization and why did it happen

iii) the advancement in markets

iv) the change the pandemic has caused

HYPOTHESIS

To understand the architectural manifestation for a digital market/define a market for the future by understanding the currentsituation of the public.

SCOPE AND LIMITATIONS

The scope of my topic looks at studying few examples of the variousmarkets specified, going physically and understanding the dynamismof the market space. A few markets would be analyzed on basis of online data. The markets visited would be located in Mumbai. The limitation would be mapping the integral part/movement of customers making transactions on an online platform.

LIST OF FIGURES

CHAPTER 1 : INTRODUCTION TO MARKETS a) About markets

Sociologists define markets as socially constructed arenas where repeated exchanges occur between buyers and sellers under a set of formal rules and informal understandings that govern relations among competitors, suppliers, and customers. These rules and understandings guide interactions, facilitate trade, define what products are produced, sometimes constitute the products themselves, and provide stability for buyers, sellers, and producers. In modern capitalism, markets also depend on governments, laws, and larger cultural understandings to operate. (Fligstein, 2001)

According to Economic Times, A market is defined as the sum total of all the buyers and sellers in the area or region under consideration. The area may be the earth, or countries, regions, states, or cities. The value, cost and price of items traded are as per forces of supply and demand in a market. The market may be a physical entity, or may be virtual. It may be local or global, perfect and imperfect.

A market can therefore be characterized by the commodities sold, the area where all the operations of demand and supply take place, group of potential buyers and potential sellers, healthy competition and equalization of prices occurs and lastly, a crowd of buyers and sellers who are aware of the prevalent trends in the products being sold/purchased. In today’s age and time, markets turn out to be socialising places as well where the customers interact amongst each other and few of them even come to buy goods together as an outing. Markets these days include parks, eating junctions and other amenities for people to interact.

b) Theories of origins on markets

There are different opinions of scholars regarding the origin and evolutionary process of periodic markets. Their ideas streamlined into two divergent views namely, Orthodox and Unorthodox theory.

ORTHODOX THEORY

Adam Smith’s school of thought opined that, market trade is universal the exchange of commodities arose locally from within the village with the availability of surplus in peasant societies. Gradually future led to long distance trade or external exchange links (Meinassou 1963).

UNORTHODOX THEORY

The other school associated with Polanyi considers that the market trade is unnatural the surpluses within a village are not sufficient to encourage marketing activities. Marketing activities can take place only when different kinds of surpluses exist in different communities. Local needs of exchange for foodstuffs of or craft products do not see sufficient to promote marketing activities. Markets are primarily induced by external exchange of complimentary products with an alien population (Meinassou 1963).

Considering these two theories, one can affirm that market places are a result of a long distance trade.

Saxena (1988) has described that, the evolution of market starts from individual self - sufficiency to barter followed by periodic assembly of buyers and sellers and finally establishment of permanent shops and market as well as the start of daily and long distance trading.

Hodder (1965) has stated that the zone of contact of a diverse culture and ethnic nature and long distance trade routes are two possible

geographical features within which markets tend to get located. Briefly, markets have originated mainly because of the contact zone with contrasting physical and cultural aspects.

There are many other theories on the origin and nature of developments of markets, however they all overlap in some way or the other and have different points based on the origin in the different places/regions. The above mentioned ones summarise the main points of the various theories that exist on the origin of market spaces.

c) Local trade

Accidental surpluses specialization of production presence of a rare and desirable item or need for essential products gave rise to the exchange of goods which in turn made man enlarge his knowledge of goods and his desire to obtain them(Mulvihill 1970).

The mercantile corporation concentrated their attention on internal trade of specific goods in 1950s the prominent wholesale trade centers of the district included Hubli, Dharwad, Annigeri, Kundgol etc. Hubli was a famous market for commodities like cotton, groundnut, cotton seeds, timber etc., which introduced specialized trade pattern in the local economy. The development programmes of handlooms, Khadi and village industries, cottage industries, small scale industries etc., have increase the local trade in the study area, including the Hubli, Dharwad wholesale cotton markets. Traders purchased the commodities from these markets and sell in the rural areas of the district.

Local trade emerged on the basis of regular interaction between peasant local craftsman specialist town merchants and middle men (Berry 1967).

d) The role of long distance trade

In the British period, the economic development in terms of agriculture, industry, transportation and marketing activities have helped the development of roads and railways and were responsible for long distance trade in India. Many inscription of the Rastrakut Dynasty witnessed that the long distance trade was carried by roads which were kept in good conditions in order to facilitate the traders (Sathyan 1968). Only after 1853, when roads were constructed and later introduction of railways by the end of the 19th century gave a good boots for trading and commercial activities. As per as the study region is concerned, Annigeri, Hubli, Dharwad

were the prominent trade centers. Kalghatgi had established the trade contact with Goa as contact zone between these two centers .The commodities like salt, coconut oil, and cashew, were imported and from Kalghtgi rice, cotton cloth, were exported to Goa. Hubli was a prominent trade center. Hubli traders used to import from Bombay, commodities like, yarn silk local and foreign made cloth etc. while they used to export safflower tamarind, onion and garlic etc. The trade centers connected by long distance trade routes helped the movement of goods and people in many ways. The goods imported from outside the region were distributed to the various rural areas by establishing new markets and also the agricultural commodities produced in the rural areas were exported outside the district. Thus, the trade center plays a vital role not only establishing new markets but also the import and export of the commodities from the various trade centers of the study area.

e) Architecture of early markets

The existence of markets is said to be from ancient times, since the time humans started engaging in trade. Markets formed in different ways across different parts of the world. Markets were generally located at the centre of the towns. The structure of these markets was greatly dependent on the climate of the region, the culture and traditions and these markets attempted at creating comfortable ambience for shopping.

The middle-east has a long history of trade routes that originated in Persia; earlier markets were situated at the perimeter of the city along the trade routes. Markets were then associated with caravanserai (resting areas of the travellers- merchant guilds) that were located outside the city area.

The Persian and middle eastern markets were generally linear bazaars that were lined with stalls on either side of a lane, covered with roofing. Early bazaars engaged in a series of lanes stretching along the length of the city, typically from one city gate to another one on the other side. The bazaar at Tabriz, for example, stretches along 1.5 kilometres of street and is the longest vaulted bazaar in the world. (Mehdipour, 2013)

Figure 1 : Plan of Tabris Bazaar

Figure 2 : Showing the vaulted passage of Tabris Bazaar SOURCE – Tehran Times

In Europe the early markets were open air markets; these later formed developed into centralized market squares. Markets were located in city centres in Western Europe, in open spaces called agora (in Greece); the sellers clustered together and segregated the arrangement of market according to the type of commodity they were selling into different parts of the agora. These separate categorical zones were called as stoa; a stoa is a freestanding colonnade structure with covered walkway. The agora became a popular example of a good marketplace.

Another famous example of the European marketplace are the markets situated in the Roman forums. The Trajan market at the Trajan forum is the earliest example of the permanent shopfront with shops on four levels. In Italy, a new pattern of market trading sprung up that consisted of mobile stalls under covered arcades with the open loggias.

Figure 3 : Agora SOURCE – www.google.com/images

Figure 4 : Stoa SOURCE – www.google.com/images

Figure 5 : Mobile Stall Display at Trajan Market SOURCE

www.google.com/images

Figure 6 : Four levels of Market SOURCE – www.google.com/images

In Mesoamerica, the markets were generally open air markets; these were small scale periodic markets called tianguis. In Morocco, markets were known as souk that were located in the old city centre or quarter, souks consist of narrow streets and laneways where individual vendors and artisans gather in sections. In India, the early markets were an imitation of the bazaars of middle-east that may have arrived in the subcontinent by the silk route, and the covered marketss were called suqs. Initially these; like in Persia were located along the perimeter, later shifted within city boundaries. The marketing historian, Petty, has described that in India marketplaces were distinct and had a system of hierarchy; nagaaram (streets of shops, often devoted to specific types of goods; angadi (markets) and perangadi (large markets in the inner city districts) were seen. Many markets all around the globe were periodic open air or covered markets,

periodic fares, markets that established commodity identity in terms of the quality became famous for that specific commodity, other markets also developed such as night markets, floating markets, flea markets according to the contextual possibilities.

Different parts of the world evolved at different rates; the nature of evolution has always remained constant. The evolution of regions allowed advancement every facet of the society. In case of the culture of consumerism and markets, the advancement took place in the form of establishment of shops. As markets and trade gained momentum in society, sellers flourished and hence shifted from an authority owned market set-up to privately owned shops. The nature of sellers also changed because of the increase in production and commodities. This upgradation took place in 1600’s in London, 1800’s in the United States, 1800’s in India, to name a few.

Figure 7 : Tianguis

SOURCE https://www.grayline.com/tours/marrakech/marrakechsouks-and-medina-5969_23_12130_831/

Figure 8 : Souks in Morocco SOURCE https://www.grayline.com/tours/marrakech/marrakech-souksand-medina-5969_23_12130_831/

Agricultural Civilisation and Exchanges of grains

Barter System

Trade routes developed, leading to import and export

Shops/ fixed selling spots developed

Lanes started developing with shops

Covered/sheltered markets emerged

Markets got shifted into basements/buildings

Malls and departmentalal stores

g) Evolution of markets in india

In India, the earliest examples of traders and trading activities dates back all the way back to the Harrapan civilization. The Indus - Saraswati civilization was a very advanced civilization. Trading was an important activity of the people of the civilization. Although, the local transaction of goods was generally carried out directly from the workshops, periodic markets are believed to be held in open spaces. Archaeologists have found evidences of Harrapan goods in Mesopotamian civilization and vice versa, that suggests that trade was practiced between the two civilizations. Later, during the Vedic period, majorly the Vaishya community was engaged in trading activities. Initially, the society was self-sufficient; every household produced their own food and the different rural settlements were independent of one another. However, this state of self -sufficiency didn’t last long; soon the society became complex and thus a lot of people gave up simple agricultural life and took up arts and crafts as a way of living. This shift created a need to exchange products and thus barter system came into the picture.

India has a diverse geography with different soils and conditions that favour cultivating different crops; thus trade was a necessity even in early phase of ancient society.

Name of Era Period

Pre – Mauryan Period Middle of Ist millennium BCE (Ray, 1985)

Key Features

A few urban centres came up in northern India; these are believed to have practiced trade through barter system.

Additional Features

The ancient treatise of Kautilya's arthashastra that consists of descriptions of politics, economics, military and social organization has descriptions on trade, business, selling and also the markets. It suggests the presence of highly planned cities with dedicated areas for trading activities, regulated by officials.

Mauryan period 320 to 185 BCE (Roy, 2012)

Early trade routes developed that incorporated both land and sea routes which boosted trading activity with other parts of the world; particularly with the middleeast.

6th century B.C. Apart from the local trade, India had the long distance trade activities with Babylonia, Egypt, Greece and Rome.

Satavahana period 1st century BCE (Ray, 1985) Marked the emergence of external trade with Mediterranean regions and encouraged the formation and growth of artisan guilds specializing in making different goods that were traded locally as well as to other regions.

The descriptions of the orderly cities in the arthashastra were not the only form that existed during the time. A very contrasting example of the city structure were also seen during the time; for example the city of Puhar has been described as a bustling urban centre with market squares, boulevards and streets where people belonging to different professions lived altogether, constituting a hive of activity (Chattopadhyaya, 1997).

7th century A.D India developed trade contacts with the Arabs and Europe.

Chola Period 850-1975 CE Newer forms of marketing systems had emerged in south India that were categorised according to systematic hierarchy. There were specific marketing institutions such as or a commercial urban centre and guilds called nagarams or collective bodies of traders that carried marketing activities in open spaces; artisans also played important roles in this era. In a nagaram there were kadai (shops), angadi (markets) and perangadi (a big market in the inner city) (mukund, 2012).

Some of the markets also developed in the vicinity of temples as they were important sites of economic redistribution. Barter system remained the mode of exchange for all these eras. In village exchanges were primarily determined by patron–client relationships or the jajmani system, transactions in a nagaram were market-based.

18th century

Datta (1986) describes three types of markets that were engaged in local trade. These were haats, bazaars and gunges, and they differed in terms of the days of operation, types of trade and traders, and the commodities sold.

The hats were markets that functioned only on few days, and were used by the vendorsIandItraders, who sold in available open spaces, and marked them using flags. Bazaars were daily markets, but on particular days they could even be located in the hats. Besides regular shopkeepers there were other vendors who traded in these bazaars. In gunges, grains were sold in bulk and this was a wholesale market. (Datta, 1986). Markets were highly decentralized, and horizontally linked to other markets. Moreover, these markets often originated randomly, and were owned by people related to different communities, from noblemen to merchants. The number of such markets had greatly increased during the 18th century, suggesting that local buying power was enhanced during this period.

Mughal period 1526 to 1757 (Heesterman, 2004)

The muslim rulers started controlling market administrations. Powerful merchant communities came into existence; that carried goods from village to city. Local trade and long distance trade both flourished during this time. Metallic currency was introduced for the first time in the country. The distinctive feature of this period was the development of rural periodic markets in the form of fairs and weekly markets in several parts of the country.

Many prominent communities engaged in activities related to trade and commerce; these were the banias, marwaris, chettis and muslims. Banjaras used to play an important role as mobile traders. Realizing the importance of fairs, the rulers considered the organization of fairs as their duty. During the rule of Allauddin Khilji (1290-1320a.d), market control was taken seriously; strict control and organisation reforms were implemented to monitor the trade practices. Also, during this era the road network was very well developed, this led to expanded trade routes and increased significance of India.

European nations and early colonial period

1498 to 1857 (robins, 2006)

Early encounter with the Portuguese, middlemen such as banians played an important role, specialized local markets such as hats, bazaars and gunges, early advertising in newspapers, Indian manufacturing capabilities diminish, railways increase market penetration.

Later the colonial period 1857 to 1947 The spread of British consumption goods, adoption of western medicine and consumption practices was seen throughout the country. The important fundamental contribution made by the British was the development of road and railway transportation.

Post-colonial period 1947 to present day

Centralized planning and state protection for industry in the post-independence period, low levels of consumer demand, economic liberalization in the nineties, emergence of Indian language advertising, media proliferation and rise of consumer culture, increasing economic development of the country marked the post colonial period as peak time for activities to flourish.

Railway revolutionized the Indian transport system. Within a span of few years, many important cities were connected by rail. Movement of people and goods fostered the growth of every business.

A general observation of trade in ancient India suggests that knowledge about trade and markets was complicated and certain caste groups, such as khattris from punjab, agarwals, oswals and maheshwaris moving out of the dry lands of rajasthan, started to become powerful in this period. Rulers devoted considerable attention to attracting rich merchants and competition among kings often took the form of tax exemptions(Timberg, 2014).

During the period from 1760 to 1840, the world experienced the transition to newer manufacturing processes because of advancement in technology that completely changed the world. This transition is called the industrial revolution. It started first in England and soon spread in the rest of the Europe followed by the world.

Industrialization bought about developments by creation of machines that were used for mass production of goods and also development of better means of transport like the steam engines that made long distance trade faster and easier. The setting up of industries in different parts of the world aided production of goods in large quantities and the procurement of raw

materials and supply of finished goods to different parts of the world. The mass production of goods drastically changed the way people consumed goods. As products were mass produced, they were cheaper than the hand produced goods and were available in abundant quantities; hence people preferred machine produced cheap goods over the hand produced goods. Improved transport and communications and mass produced goods together with more sustained demand, encouraged regular rather than periodic distribution of goods, and undermined the role of many fairs.

During this period, stemming from the noise, nuisance, and trouble that they could generate. (Mitchell, 2007). The historian, Braudel, points out that, in 1600, grain moved just 5–10 miles; cattle 40–70 miles; wool and woollen cloth 20–40 miles. However, following the European age of discovery, goods were imported from far away- calico cloth from India, spices from India, porcelain, silk and tea from China, and tobacco, sugar, rum, coffee from the New World. The connection of people with local food and commodities was lost due of industrialization.

With industrialization, there was an introduction of mass-production that required a fairly efficient and vast retail system than small shopkeepers or public markets and fairs could offer. With growing consumer demand, a greater magnitude of products, and new products, such as ready to-wear clothing, led to development of new forms of market structures, like the department stores. In the decades following the industrial revolution, these forms of large scale retail markets became increasingly popular also because they produced products that fit into the lifestyle of the rising working class population of the time. Large-scale consumers have always played a prominent role in the growth of any form of markets. The nature of these consumers has changed over time, however, and these changes have driven changes in the form that markets take. The organic public market structures generally see large percentage of lower income groups and the commercial retail markets generally see large percentage of elitist.

CHAPTER 2 : TYPES OF MARKETS

a) In General

The term ‘market’ originated from Latin word ‘marcatus’ having a verb ‘mercari’ implying ‘merchandise’ ‘ware traffic’ or ‘a place where business is conducted’. For a layman, the word ‘market’ stands for a place where goods and persons are physically present. Markets were initially located in the city centre which was the commercial district of the city/town or village. It used to be surrounded by important public buildings like the town hall or the king’s palace. Markets originally initiated by the selling of products such as food or other essential items that were traded from a surrounding zone or overseas and made available to the people in the villages/towns. Over the years, due to urbanization and the need of various products a lot has changed and developed to meet the raising requirements of the public. A number of new forms of markets have evolved today as per specification of the type of product being sold and are widely used today.

Markets can be categorized in many different ways with the help of using many different parameters like the nature of markets, location of the markets, scale, uses, ownership, commodities available, etc. The aim of this chapter is to establish the connection of different types of markets in the best way of categorization that is possible. It can be based on the ownership of the market or purpose of use and hence the scale and types of commodities that the market serves.

Thus broadly based on the purpose of markets, can be categorised as:

1. Local markets – serves the daily needs of people, the basic necessities of different food items, general retail items. Basically small scale local shops for food and other everyday commodities.

2. Commercial markets – these markets cater to all the diverse needs of the public as they are essentially large scale markets where everything is available under one roof for the convenience of the people.

3. Digital markets or E-commerce – this type of markets does not possess any physical form, the people/consumer can shop for any item from any part of the world from the convenience of his home.

4. Heritage markets – this market is for selling and promoting special commodities like handicrafts or antiques, etc. that a particular region is famous for, generally does not cater to daily needs, this markets serve only occasionally the people of the city and more often to the tourists.

The above mentioned catogerisation can further be divided on the basis of ownership, products being sold, temporality of the market space or the scale of the market, etc as explained below.

b) Types of local markets

The local markets can now be sub-divided on the basis of ownership, based on the type of commodity, its location, the infrastructural and organisational manner, etc. A few of various types of markets are discussed below.

1) On the Basis of Ownership

i. Public Markets - this market is generally owned, operated and/or managed by the government or a civic body. While some public markets still abide to the mentioned definition, public markets now are owned and operated by various other types of organizations, not just city governments. They typically focus on the sale of a full array of fresh, healthful, value added, and prepared foods – often locally grown or produced.

ii. Private Market - a market owned, operated and/or managed by private individuals or entities, cooperatives, institutions or corporations.

Figure 9 : Colaba Causeway SOURCE : www.google.com/images

Figure 10 : Crawford Market SOURCE : www.google.com/images

2) On the Basis of Commodities Sold

These markets are generally known by the name of the commodity being sold there, for example-vegetable market, fish market, flower market, textile market, zaveri bazaar/jewellery market, etc. or by the nature of the commodity like a wet market(a market selling fresh meat, fish, produce, and other perishable goods) or dry market(a market selling durable goods such as fabric and electronics)

Figure 11: Zaveri Bazaar SOURCE : www.google.com/images

Figure 12 : Bhaucha Dhakka SOURCE : www.google.com/images

3) On the basis of nature and scale of transaction

i. Wholesaler markets - large scale sellers that sell goods in bulk quantities to either the consumer directly or to a retail shop owner for reselling goods. This type of sellers could operate from a special public market, a shop or even a warehouse. The person acts as a middle man between a producer and seller.

ii. Retail Market - Retail shops are small scale shops, privately owned by individuals or a group, that generally sell a specific commodity. These shops sell commodities in small quantity to the consumer directly and also at higher rates compared to wholesale sellers. Retail shops are perceived as an economic upgrade for both the buyer and seller from public markets. The purchaser is the consumer and the seller is the retailer or middleman.

Figure 13 : APMC Market

SOURCE : Author

Figure 14 : Alfa Market

SOURCE : Author

4) On the basis of organisation:

i. Formal market- markets that are built using permanent or semipermanent structure and are permitted or legal by law can be labelled as formal markets. Open air markets that are legally permitted, municipal market buildings or sheds are considered as formal markets.

ii. Informal markets- markets that either lack any permanent infrastructure or are not approved by law can be labelled as informal markets. These markets are generally chaotic as they lack basic facilities or the adequate space to carry out activities.

Figure 15 : Street Market SOURCE : www.google.com/images

Figure 16 : Building Informal Market SOURCE : www.google.com/images

MARKETPLACE

5) On the basis of location or context

i. Weekly/periodic markets – these are markets located in production areas and primarily serve as places where producers can meet with traders to sell their products. These markets are generally temporary in nature. The period of market depends on the nature of product being sold.

ii. Naturally created markets- these markets are formed outside places with some importance where buyers are already attracted. For example, the markets created outside a temple, or maybe the stalls outside a station.

Figure 17 : Weekly Market outside PDP SOURCE : www.google.com/images

Figure 18 : Markets outside Temples SOURCE : www.google.com/images

c) Types of commerical markets

i. Supermarkets

The super market is a large-scale retail establishment concentrating in daily necessities and convenience goods. They have huge lands and generally deal with perishable and non-perishable articles. In the words of M.M. Zimmerman, “A super market is a departmentalised retail establishment having four basic departments viz. self-service grocery, meat produce, dairy products plus other household departments, doing a maximum business. It may be entirely owner-operated or have some of the departments leased out on a concession basis.”

The traditional supermarket occupies a large amount of floor space, usually on a single level. It is generally located near a residential area for the convenience to consumers. The basic propoganda is the availability of a variety of goods under a single roof, at comparitively low prices. Other advantages include parking facility and a matter of shopping hours that extend till the evening or sometimes open 24X7. Supermarkets usually keep large amounts for advertising, mostly through newspapers. They also prefer in-shop display of products. Supermarkets typically are chain stores, supplied by the distribution centers of their main companies leading to increasing the economies of scale. Supermarkets generally offer products at lower prices as they purchase goods from manufacturers at lower prices than other retail small stores can.

The concept of an inexpensive food market relying on large economies of scale was developed by Vincent Astor. He founded the Astor Market in 1915, investing $750,000 of his fortune into a 165′ by 125′ (50×38-metre) corner of 95th and Broadway, Manhattan, creating, in effect, an open-air mini-mall that sold meat, fruit, produce and flowers.

MARKETPLACE Riddhi

A SOCIAL GATHERING PLATFORM

The notion of a self-service grocery store was introduced by entrepreneur Clarence Saunders and his Piggly Wiggly stores, the first of which opened in 1916. Saunders was awarded several patents for the ideas he incorporated into his stores. The stores were a financial success and Saunders began to offer franchises. A few common stores found in our surroundings would be D-mart, Reliance Fresh, FoodHall, Easyday, Foodworld, etc.

Kuppa

Figure 19 : Types of Supermarkets SOURCE : www.google.com/images

ii. Departmental Stores

Departmental Stores are various departments operating under one roof and each department specializes in particular type of trade. These usually include ready-to-wear apparel and accessories for adults and children, yard goods and household textiles, small household wares, furniture, electrical appliances and accessories, and, often, food. These goods are separated into divisions and departments supervised by managers and buyers. They operate under the centralised control and management, however operational costs are high. A large amount of finance is needed to start a departmental store. There are also departmental divisions of merchandising, advertising, service, accounting, and budgetary control.

The success of a departmental store depends upon its location. The availability of space, the area and community to be served and ability to attract customers are the important factors. Since every departmental store is located in a convenient location, customers look forward to shopping there.

Department stores are often distinguished according to the kinds of goods they have to offer and the prices they apply; typical categories include discount, general merchandise, fashion and specialty. Additional services, like gift wrapping,IalterationsIand delivery.

These stores generally offer a superb ambiance for customers waiting lounge, reading room, restaurant, information bureau, channel music, etc.

Departmental stores suffer loss due to risks.as they are characterized by a wide assortment of merchandise. They buy in bulk. They keep a large stock of goods to cater to the needs of customers. This may lead to dead stock where capital is locked up. Moreover, the prices of fashion goods fluctuate. There may be pilferage and mishandling of goods by employees.

The departmental stores originated in the European countries during the 19th century. In 1852, the first departmental store known as Bon Marche was started in France. Two more departmental stores named the Louvre and the Printemps were established in 1855 and 1856 respectively.

Gradually, the departmental stores gained fame. In England and U.S.A, departmental stores came into existence during the middle of nineteenth century. Eventually it spread around the world and the concept started being accepted world-wide.

A few examples of department stores are Shoppers Stop, Sobo Central,Pantaloons, Lifestyle, Max, Westside, etc.

(Gunther Barth, "The Department Store," in City People: The Rise of Modern City Culture in Nineteenth-Century America. (Oxford University Press, 1980) 110– 47)

Figure 20 : Types of Departmental Markets SOURCE : www.google.com/images

iii. Hypermarkets

A hypermarket is a retail store that is a combination of a departmental store and grocery market. The intention behind hypermarkets is to supply consumers with all products they want under one roof. Big retailers sell large packets of merchandise, which helps them in affording greater buying power in comparison with retailers who deal in smaller quantities. The presence of a hypermarket can mean discount prices with profit margins that local competitors might not be able to sustain. Many hypermarkets prefer suburban or out-of-town locations which are easily accessible by car due to their broad footprints. Hypermarkets have a onestop shopping experience for the shoppers. The concept behind this massive box store is to provide customers with all the products they need under one roof. Some of the popular hypermarkets include the Wal-Mart Supercenter, Super Kmart and Fred Meyer. Hypermarkets that include warehouse-like stores and also sell products in discount stores or specialty stores. The combination of a full supermarket with the wide variety of merchandise offerings found in department stores and other types of retailers can pose a highly competitive existential threat to local supermarkets and other retailers alike.

It caters to the requirements of a higher class of population. It gives emphasis on quality and larger choice of products, services and comforts. Price is secondary and thus, it cannot match the requirements of the lower class. It tends to attract the consumers by constant advertisement, window display, etc. Some departments are made for ‘prestige’ reasons. It needs to maintain an enormous number of consumer goods and lots of variety in their designs, colours and styles in order to keep attracting the customers and to maintain sale consistency.

MARKETPLACE Riddhi Kuppa A SOCIAL GATHERING PLATFORM

Fred Meyer, based in Portland, Oregon, is often credited with founding the first U.S. hypermarket in 1931 when it opened its store in Portland's Hollywood District. The store combined the existing supermarket model with a pharmacy and clothing retailer. Hypermarkets can include warehouse-like stores that might also offer merchandise found in discount stores or specialty stores at one location.

Some of the most well-known hypermarkets include the Walmart, Bigbazaar, Hypercity, Star Bazaar, etc.

Figure 21 : Types of Hypermarkets SOURCE : www.google.com/images

iv. Shopping malls

A shopping mall (or simply mall) is a North-American term for a large indoor shopping center, usually anchored by department stores. The term "mall" originally meant a pedestrian walkway with shops besides it. In the late 1960s, it became a generic term for any large closed shopping centers that became famous during that time.

The idea of a regionally-sized, fully enclosed shopping complex was pioneered in 1956 by the Austrian-born architect and American immigrant Victor Gruen. This new generation of regional-size shopping centers began with the Gruen-designed Southdale Center, which opened in the Twin Cities suburb of Edina, Minnesota, United States in October 1956.

High land rates in famous cities gave rise to the concept of the "vertical mall", where the area allocated to retail is configured over a number of floors that are accessible by elevators and escalators (usually both). The problem is to overcome the natural tendency of shoppers to move horizontally and promote shoppers to circulate upwards as well.

Source -https://www.yourarticlelibrary.com/retailing/shopping-malls-and-its-types-with-statistics/48436

Figure 22 : Key Differences Between Different Types of Malls

The concept of Malls for retail shopping is not very old in India compared to western countries. The 1st shopping Mall in India started in 1999 named Ansal’s Plaza, Delhi followed by Crossroads in Mumbai and Spencer Plaza in Chennai. Post 2003, Malls started multiplying in metro anditier two cities. Now this concept has grown out in too many suburban areas as it has been accepted and builders like to invest in constructing a Modern Mall. The growth rate has been tremendous from 2003 onward.

The concept of Mall gained a major shift from a place for only retail shopping hub to an integrated commercial space with retail branded shops and many other facilities for entertainment, gaming allies, specialized and professional services ,space dedicated for food joints, restaurants and bars etc. Now the modern malls also include theatres. The expectations of people changed that new constructed malls should provide an entire shopping experience. Delhi NCR has experienced tremendous changes in the mall. The growth has been phenomenal. By 2017 end, there were more than 600 operational malls across the country.(Investopedia.com, Will Kelton, 5th July 2020)

Mall Management has become an essential area to see the SOP (Standard Operating Practice) in place which includes the flow of customers, giving them all essential facilities, parking, safety & security system.

Mall managers work towards effective operation and maintenance of the entire building, infrastructure; including the services and utilizes and ensure that they are used in a way that is consistent with the purpose for which they were built. Further, mall management also helps in finding the right kind of tenants, while leasing out space to tenants. Mall management has been identified as a critical factor for the success of malls and the retail industry across the world.

Mall management broadly includes mall positioning, zoning, tenant mix, promotions/marketing and facility/finance management.

Few examples of shopping malls are DLF mall, Ansal Plaza, Great Indian place mall, High Street Phoenix along with Palladium, etc

Figure 23 : Ansal Mall SOURCE – www.google.com/images

Figure 24 : DLF Mall SOURCE – www.google.com/images

d) Online/ e-commerce markets

E-commerce means electronic commerce; that is the process of buying and selling goods over the internet. The transactions occur by the use of websites or application; these days’ people have started purchasing and selling their products on social media like Instagram, Facebook, etc. This method of shopping allows the users to buy their necessities and different products from anywhere in the world by just a click. The only resource that the user requires is an electronic device like a smartphone, laptop, computer, etc. and in some cases, a mode of online money transfer ; and internet availability which in today’s generation and time is very common and quite a necessity.

Timeline of the history of eCommerce and its evolution:

1969: CompuServe – 1st time eCommerce was initiated

1979: electronic shopping was invented by connecting a transactionprocessing computer with a modified TV through a telephone connection, which was done for transmission of secure data.

1982: 1st eCommerce platforms were made by Boston Computer Exchange.

1992: Book Stacks Unlimited, an online bookstore which was one of the first online shopping site created then

1995: Amazon and eBay were inaugurated

1998: PayPal initiated it’s first eCommerce payment system as a tool to make money transfers.

1999: Alibaba started its online shopping platform in 1999 with more than $25 million as capital

2000: Google AdWords was introduced to help retailers to utilize the payper-click (PPC) context.

2005 to 2009 : The four years saw the development of eCommerce in the following ways:

2005: Amazon Prime membership was added by Amazon to help consumers avail free two-day shipments at an annual fee. Etsy was launched in 2005 to enable small and medium scale retailers for the sale of products online

2005: Square, Inc an app-based service was started

2005: Eddie Machaalani and Mitchell Harper began BigCommerce - an online storefront platform.

Recent years faced great developments in the sphere of eCommerce:

2011: Google launched its online wallet payment app

2011: Facebook began its sponsored stories for advertisements

2014: Apple started Apply Pay, an online payment application

2014: Jet.com was set forth as an online shopping portal

2017: Instagram introduced shoppable tags which enabled people to sell directly from the social media platform

2017 to present:

Major reforms that have taken place in the eCommerce industry between these years are-

→ Large scale sellers were pushed to sell online

→ Small businesses and social media platforms became more convenient

→ Operational costs dropped in the B2B sector

→ Parcel delivery increase gradually with growing eCommerce industry

→ Several eCommerce marketplaces have sprung making more sellers want to sell online

→ Logistics has evolved with the introduction of automation tools and artificial intelligence

→ Social media has become a tool to increase sales and market brands. Sellers are also using social media for selling via channels like Facebook and Instagram.

→ The buying habits of customers have significantly changed.

The COVID-19 pandemic has raged on for almost a year and continues to create significant challenges for a variety of business sectors. As countries around the world struggle with crushing multiple waves of infection, new lockdowns and slow vaccine distribution, changes in the way we work, live and shop have become embedded. The long-term effects might extend for consumer-facing companies, which are on the front lines in dealing with the upheaval.

At the start of the crisis, many industry trends sprung up as people instantly adapted their lifestyles to meet health and safety requirements. Consumers, many of who were comfortable with e-commerce, switched onto the internet in even larger numbers, buying more groceries and other goods online and selecting from an array of outside-the-store fulfillment options, such as curbside pickup and home delivery.

(A vision of the post-COVID-19 world. (2018). PWC. https://www.pwc.com/gx/en/industries/consumermarkets/publications/future-of-consumer-markets.html)

Major changes that took place as the online platform gained popularity:

i. Technology will continue to revolutionise online and physical retail, forcing rapid change and innovation.

ii. Traditional channels will continue to fade away as a direct-to-consumer model is introduced

iii. Brands will have to articulate meaningful value propositions to win customers. Social media is influencing brand perception and reputation.

iv. Rapidly changing consumer expectations will force supply chains in being more responsive and transparent.

v. Omnichannel shopping, multiple fulfillment points and geopolitical issues will act as a challenge

vi. End-to-end visibility will top the priority list for effective supply chain management.

vii. As digital direct-to-consumer business models develop, there will be further blurring of the lines in how and where retailers and consumer packaged goods companies compete for customers.

The following above graphic explains the range of different purchases made of the various items available. It explains that maximum number of people find e-commerce convenient because it allows them to shop from anywhere in the world from the comfort of their homes. They also admitted to use it because they get extensive variety of products and that there a lot of price options available to choose from. The online platform gives a very wide range of products to choose from for every category with superb prices. (Indian Brand Equity Foundation, last updated 09 September, 2021.)

e) Benefits of ecommerce

i. A Larger Market

eCommerce makes it convenient to access customers around the world. Customers can make a transaction anytime from any location

ii. Customer Insights Through Tracking And Analytics

Whether you're sending visitors to your eCommerce website through SEO, PPC ads or a good old postcard, there is a way to track your traffic and customers' entire user journey to get insights into keywords, user experience, marketing message, pricing strategy, and more.

iii. Fast Response To Consumer Trends And Market Demand

Merchants could make promotions and deals to come in the eyes of customers and generate more sales.

iv. Lower Cost

Merchants don’t have to worry about having to spend large amount for ads or hoardings.

v. More Opportunities To "Sell"

Sellers can provide a restricted information of a product physically, where as online websites provide space to include other information such as demo videos, reviews, and customer testimonials to initiate conversation

vi. Personalized Messaging

Allows sellers the chance to provide personalized products to registered customers. These targeted communications help in increasing interest by show casing the most relevant content to each visitor.

vii. Increased Sales With Instant Gratification

Gives the opportunity to deliver products within seconds of making a transaction. This satisfies consumers' need for instant gratification and helps increase sales, especially for low-cost items that are often "impulse buys."

viii. Ability to Scale Up (Or Down) Quickly And Unlimited "Shelf Space"

Growth of an online business is not measured by the availability of physical space as there is access to unlimited "shelf space," as a response to market trends and consumer demands.

f) Cons of ecommerce market

i. Lack Of Personal Touch

Some consumers want personal touch which they experience by visiting a physical store and interacting with sales associates, which are necessary for the sale of high-end products.

ii. Lack of Tactile Experience

No video made can beat the brand experience often experienced by the sense of touch, smell, taste, and sound which lacks in the two-dimensionality of a screen.

iii.

Price And Product Comparison

With online shopping, comparison between products is made easier for purchasing products forcing the merchants to put reasonable and lower their profit margins.

iv. Need For Internet Access

Customers need access to the internet access for viewing the gallery and sometimes higher/good range to access particular features.

v. Credit Card Fraud

A genuine and most targeted issue faced by online platforms of business

vi. IT Security Issues

Many businesses and organizations have fallen for the trap to malicious hackers who stole customer information from the database available.

vii. All the Eggs In One Basket

Technological problems and glitches could cause a great loss of revenue and also lead to customer dissatisfaction.

viii.

Complexity In Taxation, Regulations, and Compliance

In an online business, laws of both countries/territories should be known or it could create a lot of issues during accounting.

g) Heritage/traditional markets

Most urban centres have large city centres that are always bustling with numerous activities. Although the definition of a city centre or business district has evolved for many metropolitan cities, many cities have still retained their city centres that are even today dedicated to primarily market related activities. These city centres are in many cases retain their historic character that is rich in architectural value, contextual value and experiential qualities. The markets located in these areas are thus generally historic or heritage markets that almost function like cultural hubs, giving a glimpse of the culture of the city in a nutshell. The city centres also consist of several plaza spaces, sometimes even monuments, museums, libraries and other important public spaces. The city centres also consisted of several religious places, thus giving people several opportunities to be the space, which can be labelled as a wholesome public place.

Quite a few examples of these rich historic markets are found in many developing countries. These markets are also marketed as cultural centres that allow user to experience the authentic historic culture of the city. This works significantly well in case of cities/ urban centres or states that have tourism oriented economies, where the tourists are interested in authentic cultural experience of the city. For example, markets in Rajasthan in India, these markets that have managed to survive and thrive are in many cases need attention because of old infrastructure and are in need of restoration and conservation. Sustainable conservation strategies need to be adopted in order to prolong the life of these markets and also for comfortable functioning of the city centres or heritage precincts.

Nonetheless, historic markets are rich cultural hubs that allow the user to collect memories of all different kinds- social, cultural, heritage or historic giving the user a holistic multidimensional experience. These set the

standard for dynamic public spaces that thrived back in the day and also continue to remain relevant because of the memories that they bring back.

For example, markets in Rajasthan beat describe historic tourist markets in India. Rajasthan is a culturally rich state and this is seen in its architecture, food, handicrafts, textiles, furniture, etc. Rajasthan has always relied economically on its rich art of making and decorating products. Hence, the markets of Rajasthan function as cultural hubs engaging the tourists in those experiences. One of the many markets in Rajasthan is the Sadar bazaar situated in the blue city of Jodhpur. The market is one of the better examples for the cultural bazaar of Rajasthan, this market bustles with diversity and vibrancy. The sights sounds and the experiences of the market are what make this market worth a visit. It is a stupendous cornucopia of rich cultural experiences. The market commodities include handicrafts, clothing, jewellery, furniture and antiques stores, etc. The clock tower built in the 1880 by Maharaj Sardar Singh is the focal point of the market, it acts as landmark for the area.

Figure 25 : Sadar Bazaar, Jodhpur SOURCE – www.google.com/images

Figure 26 : Clock Tower at Sadar Bazaar SOURCE – www.google.com/images

Figure 27 : Map of Sadar Bazaar SOURCE – www.google.com/images

The market is marked by gates along the axis on either sides of the ghantaghar. The market consists of a system of hierarchy with respect to vendors, it consists of expensive large scale showrooms, mid ranged shops and also informal vendors on thellas. The market has been built using key features of vernacular Rajasthani architecture and thus resonates with the local climate and context.

Figure 28 : Schematic plan of Sardar bazaar showing built unbuilt and circulation SOURCE – www.google.com/images

Figure 29 : Views of Sadar Bazaar SOURCE – www.google.com/images

MARKETPLACE Riddhi Kuppa A SOCIAL GATHERING PLATFORM

The market creates a holistic experience for the tourist by giving a full glimpse of the Rajasthani culture, the eateries around allows one to experience the food of Rajasthan, the temples in the bazaar give a glimpse of religion, the step wells which is a remarkable characteristic of traditional architecture, adds to the cultural experience of the market

The market helps keep the culture of the state alive and allows people to practice traditional craftsmanship. The market the rich collection of commodities and the tales attached to each of them that attracts people from all across the globe. Thus, these type of markets form a separate identity and are used differently by different user. Such markets will continue to exist and thrive because they are necessary for the economy of the city.

Figure 30 : Toorji ka Jhalra stepwells in the bazaar SOURCE – www.google.com/images

h) Future of markets

India has managed to push through so many retail trends and is now honing its retail game to make a bigger impact on the future. So many years nothing happened and suddenly there’s been so much advancement in technology. Physical retail stores may not have the same experience again.

For Gen X and the Boomers, URL is the new IRL – online commerce is booming. Social distancing made everyone realize the worth of getting to interact physically with one another. Many markets in India are trying to create experiential connections with their customers. Malls are reinterpreting the use of spaces. Brands are trying unique ways to create engaging and experience zones to remake their brand story and attract visitors. Weekend farmer markets and live music gigs are the new ins in to attract more people by making interesting spaces. This turns into another way for retail shopkeepers to engage with the consumer beyond the sale. Retail spaces are transfiguring into extended interactive circles that make people interact within the society in the post-Covid world. While customers are willing to spend in a physical retail store, their expectations have changed. A seamless experience is now taken for granted. Retailers have to marry their personal touch with tech to deliver an impeccable and repeatable experience.

For example, Decathlon in Mumbai has initiated a touch-free checkout experience with the introduction of the app. The customer has to scan the QR codes on the product in the aisle within the shop, pays for it on the app, and walks out with the product. This eliminates the long queues at checkout while maintaining higher levels of cleanliness in the stores.

To make it easier to fathom, as the world's sixth-largest economy we are all set to have the youngest population by 2020. In tandem with the population growth, consumer spending is on the rise in India, expected to grow to $3.6 trillion by next year – four times what it was a decade earlier, according to the India Brand Equity Foundation.

The retail ecosystem in combination with the convenience of being at home, getting all deliveries to the doorstep and often online season sales has changed the scenario for the e-commerce sector quite drastically. Furthermore, with the increase in affordability of smartphones and economical data prices around, the shopping experience is made easier. To the millennial population, shopping has been a complete virtual experience as cellphones have acted as means of communication between the engagement of selecting the products to the method of payment whether online or cash to when you would want the delivery with availability of instant delivery options in certain cases. I would say we are in the midst of a huge shopping revolution in India.

Consumers want to shop independently – both from marketplaces as well as independent brands. But here, local businesses would get the highest benefit due to the personalized customer service expectations, support to their community and trust. Reports states that 76% of consumers are willing to shop at new brands or stores for the first time. This means that niche brands or the brands that are selling unique products will be able to take the benefit. As we said, Generation Z is making an influence on shaping the future of Indian eCommerce. According to Bo Finneman in the interview with Mckinsey, “They’re looking beyond tangible products and actually trying to understand what is it that makes the company tick. What’s its mission? What’s its purpose? And what is it actually trying to build for us as a society?”

It is not just about the scale of eCommerce but also about the speed of adoption and aggregation of ecosystems in the country. The whole sensory experience comes into picture where customers demand for a touching experience as there are many who are skeptical about how the product that is being purchased, feels like or even the way it appears in real life.

CHAPTER 3 - MARKET ARCHITECTURE

a) Strategies for good marketing

Market Architecture holds quite an importance in the field of marketing. An effective market architecture leads to an increase in the visibility of the marketplace. When the market architecture is done in the right way, it leads to effective marketing.

Effective marketing can be defined as that process in which the prospects are made aware of the value and the importance of the design which is provided by a particular firm and then persuade those prospects into taking the next step of this process. Along with that, the market structure clearly defines the layout of the entire market in the most clarified ways.

It shows us how every individual sub-market is divided depending upon the amenities that are being sold or the service that is being provided. If the planning is done well, a connectivity path gets formed between the sub-markets making them inter-connected and making the entire market whole. Good planning will help in distinguishing between the buyers and sellers and give good enough breathing space. In today's world, a market should be planned with the scope of future expansion as it becomes very necessary to consider and adhere to the population growth over the years.

(Kronhagel, Christoph. (2010). Marketing Strategies in Public Spaces. 10.1007/978-3-7091-0300-5_38.)

A few principles need to be followed while thinking of Markets:

 The first one of the layout is circulation. Circulation is created by arranging product so the market can keep track of the traffic movement of the consumer. Along with this path, there will be specialized sections that will need to draw the attention of customers which generally if passed across won’t contribute to the sales. Service areas like trolley area, restrooms are planned in a way which draws the attention of the customer through certain products and in turn creates extra buys. Necessity items such as bread and milk are generally located at the back side of the store to enhance the start of circulation. Cashiers' desks are located in a particular place in order to make the circulation better.

 The second one is coordination. Coordination is the systematic arrangement of products that enhance sales. Products according to fast and slow selling lines are placed in smart positions keeping in mind the overall plan of the sales. Managers may place different items in fastselling category to increase turnover or to promote a new line.

 The third principle is consumer convenience which can be done by maintaining the character of promotions and goods placements. The products may complement one another and locating them closely is a way marketers try to increase purchases.

 The last one would be the use of color psychology, the positions of the different food, and branding strategy. Consumer psychologists suggest that most customers tend to enter the store and shop to their right first and hence place goods accordingly which leads to a full anticlockwise circulation around the shop before exiting via the checkouts.

b) Components of a Market

i. Spatial Organisation

Spatial organization is connected with the natural flow of shoppers within the alleys of traditional bazaars, the relationship between the masses and spaces have a big role in leading the movement of shoppers. The spatial organization of the traditional markets is considered as me best example to study the movement people to due to its character, which encourages spontaneous movement. Spatial organization provides opportunities that encourages or limits the behaviour of individuals in the particular space. Market spaces are generally considered as a grid in which there are intersections of main circulation paths with the entrances and secondary circulation paths. Markets could be linear in which buyer can see on platforms during his passing through. Shopping paths can be designed differently using crisscross patterns which will help in creating an atmosphere of eagerness and surprise by visual sequential shots and in turn break the monotony and boredom and increase the area of showcases. It also contains a kind of mystery and constant change along the paths.

Figure 31 : Different arrangement patterns of a Market SOURCE – www.google.com/images

The figures above shows different kind of spatial organization in the market

◆ Linear spatial organization in which there is pathway in the centre and the shops on both sides of it. It consists of a series of spaces. It usually has repetitive spaces which are alike in size, form, and function.

◆ Axial organization connects the nodes that are figurative points in a space with a well defined axis. The spaces run parallely on both sides of the axis and forms some sense of connectivity

◆ Grid planning can be seen in markets which are designed during the development of the city itself where the roads intersecting are intentional and form grids

◆ Central organization is composed of a dominant central space with the secondary spaces grouped around it. As a composition, this arrangement is stable and concentrated. The central space in this organization is usually regular in form and is large enough together and has smaller spaces placed around its perimeter.

◆ Radial organization. A radial organization consists of a central space or a central focal point from which a number of linear organizations extend in a radial manner.

◆ Clustered organization. It relies on physical proximity to relate its spaces one another. It consists of repetition, cellular spaces that have a similar function and share a common visual trait such as orientation or shape

In each unit present in market spaces, buyers want a clean, well-lighted shopping atmosphere. with a proper display of products. Goods could be displayed on the counters/platforms, hung on he walls or in open space depending on what type is to be displayed. The exterior and interior of a store convey several messages about the store to the buyers. Managing space is the first and foremost concern of almost every seller. There are two areas in which the entire space of the unit can be divided into. One being the selling area and another being the non-selling area. Selling area is the area where the display of products takes place with the help of fixtures like racks, tables and others. Non-selling area is the circulation area for customers inside the store. A unit layout design must be a balance between these two areas. Spatial Organization in market spaces plays a major role in deciding the scale, and design of individual unit, Roadside markets can have small permanent shops with separate display area or there could be small temporary shops with product being displayed within the range where seller's hand can reach.

Image to the left represents the physical character of the shops in the market. They could be open from front, open from sides, semi- open, enclosed depending upon the spatial organization and the location of the market spaces. This physical character also depends on the type of products sold by the shops.

Figure 32 : Arrangement of a Shop SOURCE – www.google.com/images

The image to the right shows a basic layout of a vegetable shop in the markets. There is the use of crates of fruits and vegetable to create a temporary platform for the display of products. The area under the platform is used as a storage space for the shop. The use of umbrella and cloth as a shading device can be seen in the picture. The platforms are created in the such a manner that the goods are in the easy reach of customer and that is a major requirement of the shops in the markets.

iii . Buyer Seller Interaction

Location and spatial organization of marketplace plays a major role in buyer seller interaction. Buyer seller interaction provides a sense of belonging and sense of security to visitors who are coming to a market place. Local language communication further increases the comfort level of visitors in the market place. Street markets or local markets provide a higher degree of buyer seller interaction as the buyer is directly able to communicate with the seller which is not the case with the high-end shopping centres.

Figure 33 : Buyer - Seller Interaction SOURCE – www.google.com/images

iv. Recreational Spaces

Recreational spaces play a major role in market by promoting sense of belonging in the space. These recreational spaces act like breathing spaces in the market and aid in the interaction of the buyers. These spaces could be offset spaces to stand aside or just walk-by without bashing into the customers standing by the shops. The recreational spaces might include food courts, food stalls, even small tea stalls, seating and resting spaces, performance spaces, etc. These space promote a the culture and tradition of the city and moreover, it leaves a everlasting impact on the mind of the visitors of the markets. These spaces are generally self-managed and selfunderstood. They encourage community interaction and well-being. These spaces visually lighten the entire chaotic scenario of a market scene and adds a better sense of environmental qualities for the vicinity around.

CHAPTER 4 - MARKET INFRASTRUCTURE

a) Functioning of a Market

The way markets function is thoroughly depended on the way they are built. All its characteristics are governed by the kind of spatial experience they generate. People often identify markets as spaces of easy sociability and communal relationships. This identity of markets is brought to life by the construct of open regions as described by Goffman (1963) and as described by Latham and Layton (2019) that the transparency of these regions is what establishes people’s sense of reflexive awareness and common experience of community and belonging. It is due to this transparency when people do not realise the presence of infrastructure and it only ‘becomes visible upon reakdown’ (Star 1999, p. 382).

However, markets are also perceived to be dirty, chaotic, crowded, narrow and ill maintained by many people. This condition of markets is because of lack of maintenance and services to the market and also inadequate infrastructural facilities. Market precincts on the other hand face issues related to lack of proper roads, narrow roads, lack of parking spaces, lack of shaded pause points or resting areas, these features make the experience of the user unpleasant. Without addressing these discrepancies in the infrastructure, markets cannot be accounted as vibrant sociable spaces of great significance.

b) Infrastructural inadequacies

Most local markets have general complaints like lack of vehicularpedestrian circulation segregation, lack of adequate water and sanitation facilities, narrow alleys, lack of proper spill over space for stalls, lack of proper demarcations, lack of proper site entrances, lack of proper ventilation, lack of proper lighting, inadequate weather protection, etc. It has already been discussed that people are switching from local markets to commercial markets also because the physical experience of shopping of such markets is better because they provide basic services and are well maintained.

c) Considerations for a Market Design

i. Location must be within designated commercial zone.

ii. Population to be served should be large.

iii. Number of traders that will be using the space

iv. Size - the size shall be adequate in comparison to the population, the size should not be too large in case of small population or vice versa.

v. Maintenance – Maintenance of the market shall be the sole responsibility of the owner/ operator. Rules should be followed

vi. Water Supply – there shall be sufficient supply of potable water either from the public main water supply or from and approved source. There shall be adequate number of water pipe outlets for easy cleaning of the market and its premises.

vii. Sewage Disposal and Drainage – sewage shall be disposed to a public sewerage system. There shall be sufficient facilities in the market and its premises.

viii. Waste Disposal – proper solid waste management shall be instituted in the market. There should be an adequate number of waste bins.

ix. Toilet and Hand washing Facilities – adequate number of toilet facilities shall be provided with two compartments, one for men and one for women. One toilet for differently abled female and male customers respectively shall be provided. Toilet and hand washing facilities shall be located within the market area and should cater to the public.

x. Effective methods for protection of produce from climatic factors, such as rain, wind, and dust. This could be in the form of permanent structures or temporary facilities.

xi. The type of pedestrian and vehicular traffic delivering and collecting produce (e.g. pickups, trucks, animal carts, buses, motor bikes, cycles) will need to be accounted for while designing.

xii. The likelihood of change in the future and the type of flexibility required.

The above mentioned guidelines help creating minimum required market infrastructure guidelines. Effective regulation of markets is also very essential. Inside the market, both hygiene rules and revenue collection activities have to be enforced and a constant check should be kept. Licensed traders in a market will not be willing to cooperate in raising standards if they face competition from unlicensed operators outside who do not pay any of the costs involved in providing a proper service to their customers.

d) Case Study

i. Casablanca sustainable market square

Architects: Tom van Odijk, David Baars

Team Members: Alexine Sammut

Country: The Netherlands

The site is situated right next to the Medina and in consequence interwoven with the indispensable social and economic structures of the Old City. Legal and illegal markets influence the streetscape lending to the local economy. The negative aspect of this kind of commercial street business is the pollution and the detoriarion of the public space.

Concept

We combine indigenous techniques for shelter and heat control, the accountability of it's residents and innovative low-maintenance materials. In this way, we create an efficient and pragmatic icon for the next generation market which serves as a catalyst for improvement.

Figure 34 : View of Market Square SOURCE – www.archdaily.com

Sustainability/Positive development

How to define sustainability in the broader context of the reality of Casablanca?

In our design proposal therefore, our sustainable contribution is twofold.

First by the use of low-tech techniques to collect and reuse rainwater to flush the toilets, clean the market-floor and supplying water over the roof to evaporate hence making the air under the roof fresh and cool.

Secondly by installing a refuse and waste handling system for the market and using low maintenance materials, liveability and durability will be improved.

Figure 35 : Exploded View SOURCE – www.archdaily.com

Figure 36 : Sustainable Features SOURCE – www.archdaily.com

CHAPTER 5 : MARKETS AS A PUBLIC SPACE

a) What are good public spaces?

Great public spaces are those places where celebrations are held, social & economic exchanges occur, friends run into each other, & cultures mix. They are the 'front porches' of our public institutions-libraries, field houses, schools-where we interact with each other & government. When these spaces work well, they serve as the stage for our public lives.

⚫ Access & Linkages - A successful public space is easy to get to & get through; it is visible both from a distance & up close. The edges of a spaces are important as well: For instance, a row of shops along the street is more interesting & generally safer to walk by than a blank wall or empty lot. Accessible spaces have a high parking turnover &, ideally, are convenient to public transit.

⚫ Comfort & Image - Whether a space is comfortable and presents itself well- has a good image - is key to its success. Comfort includes perceptions about safety, cleanliness, & the availability of places to sitthe importance of giving people the choice to sit where they want is generally underestimated.

⚫ Uses & Activities - Activities are the most important pieces of the puzzle when it comes to a place. Having something to do gives people a reason to come to a place - & return. When there is nothing to do, a space will be empty & that generally means that something is wrong.

⚫ Sociability - This is a difficult quality for a place to achieve, but once attained it becomes an unmistakable feature. When people see friends, meet and greet their neighbors, and feel comfortable interacting with strangers, they tend to feel a stronger sense of place or attachment to their community - and to the place that fosters these types of social activities.

(Lin Pang and Sterling 2013; Polyák 2014; Pottie-Sherman 2013; Valentine 2008; Watson 2009).

b) Market as a Public Space

Public markets are not just places of commerce. Successful markets help grow and connect urban and rural economies. They encourage development, enhance real estate values and the tax base, and keep money in the local neighborhood. Public markets also give the opportunity to businesses to operate with lower risks. Historically our towns and cities have developed around markets, which served as our main/original civic centers. However, With the onset of Malls, Supermarkets, this system lost its identity & resulted in forming poor public spaces. There is a need to therefore go back to creating Markets as centers of Community development.

(Public markets. (2010, February 28). Pps.Org. https://www.pps.org/article/the-benefits-of-public-markets)

Figure 37 : Characteristics of a Place SOURCE – www.pps.org

Some of the important features of Public Markets are:

⚫ Vibrant Markets Strengthen Local identity

⚫ Markets catalyse Neighbourhood development

⚫ Clustering of Market Activities - Community Hubs

c) Markets as Community Hubs

The way markets serve as public gathering places for people from differ ethnic, cultural, & socioeconomic communities. Great markets are created through the clustering of activities. They require the intentional aggregation of local food & lifestyle products, & also other services, functions & activities. Food is one of the central reasons for which people gather, and that gathering helps in creating hub for community life. As one of the few places where people comfortably gather and meet, markets are our neighborhoods' original civic centers.

d) Development of markets

The role of the public market in the city was crucial in the way it contributed to the social & political lives of all city dwellers. Markets first appeared as "specifically appointed places of exchange" where people gathered for mutual benefit. Markets can be understood in a way in which places embrace every aspect of human existence simultaneously, that are capable of juxtaposing in a single space several aspects of life that are in themselves incompatible.Over the period of time, several market typologies have developed to provide organised trade and protection from the natural elements.

The perception of market as a place and as a public place can be understood with the help of the following chart. People derive or associate a sense of place to a particular space with the combination of 3 key features- activities on and around the space, physical setting and quality of infrastructure whether landmark exist around or on site and then by associating meaning to the space that is by the way of cultural appropriations and common or shared values.

Figure 38 : Benefits of Public Market SOURCE – www.pps.org

Figure 39 : Sense of a Place SOURCE - Author

In marketplace, the number of activities taking place at every single moment are diverse and plenty, these activities change by the minute, markets are spaces of constant activities and vivid experiences. The physical setting of market may not always be up to the mark however they are generally located near to sites of great importance these could include transit nodes, religious buildings, political or other public buildings thus making the fabric of the locality memorable. Markets allow people to connect with one another and share spaces collectively. They are lively spots in towns where the effect of any change in whether or enthusiasm for a festival is first portrayed. Therefore, markets are important public places in any city.

The interactions between people visiting the markets have different dynamics from interaction between in trader and shopper. The former is purposeless exchanges that bring a sense of belonging, of seeing and being seen and enjoying the shared experience of using the same market. The latter, is more in relation to the purpose of shopping where conversations are interspersed about the specifications about the product, the praises, the flattery, the bargaining, the assurance of the product quality, the guarantee of buying from the same vendor each time are the kind of exchanges in this case. These interactions occur irrespective of the differences in gender, age, caste, ethnicity, etc. and represent a kind of social glue holding the market’s sociality factor.

(Geertz 1978, p. 29; de la Pradelle 2006; Watson 2009).

Figure 40 : Characteristics of Public Space SOURCE – www.pps.org

The integration of markets along with other places of different interests not only enhances the footfall to the markets, they add to the shopping experience of people. The conducted survey enquired whether people like to engage in these other activities, to which most people admittedly agreed. The following chart shows the diversity of activities that people indulge into.

The sites of marketplaces are in most cases well connected with other important sites that are a part of the public realm. This concept of “integration” of spaces in public realm was theorised by Bill Hillier. He explains that as more number of people use the same path or space and build on it, it enhances the space by attaching diverse cultural and social values to the larger realm of urban spaces. Integration also implies that the site has good accessibility and connectivity.

Through these experiences of sociability, integration and cultural connect, marketplaces acquire constantly changing meanings when users reorganize and reinterpret them. The very meaning of the space of market place shifts and multiplies as more people interpret it, inhabit it, and populate it according to their personal perceptions and understandings of themselves, their relationship to the space, and the space’s relationship to the rest of the city. This creates a sense of social cohesion and belonging among the people.

CHAPTER 6 : CASE STUDY

I. Dadar flower market - temporary market

Dadar phool market (flower market) is located just outside Dadar station in central Mumbai. It is a wholesale flower market,that starts at 04:00 am and ends by 08:00 am. Popular flowers sold in the market are rose, chrysanthium, marigold, jasmine, gladiola, aster, lily, gerbera and garlands of different flowers combined. The flowers come from all over India and also through flights from abroad.

Figure 41 : Dadar Phool Market

SOURCE - Author

This market is a noteworthy example of temporal market with diverse sensory experiences, in terms of colours, smells, hearing, etc

1. Type – temporal informal wholesale market. The market is a special commodity market, hence attracts people interested in buying the same, because of its location near an important transit centre, the passer-by can also experience the rich sensory experiences of this place.

2. Visibility/ accessibility and importance of site – the site location has excellent visibility being located at an important transit junction. This works in favour of its role as wholesale market in the morning. However, for the rest of the day when the market functions as a retail market, the target demographic may find the location difficult to access because of its overcrowded nature.

3. Temporality – the market functions as a large scale wholesale flower market from 4 a.m. to 9 a.m. Post this time, the wholesale market converts to a retail market selling exclusive flower varieties.

4. Scale – the market occupies an area of approximately 2400 sq. m. where about 300 vendors sell flowers in the peak hours.

5. Nature of existence -–the market consists of a 6m wide alley with florists on either sides. The space lacks any permanent infrastructure or facilities except a few stores that are used as made which is a large municipal market. The space is dimly lit at night. Apart from the street, a newer phool mandi has been built which is used as a wholesale centre.

Figure 42 : Plan of Dadar Market SOURCE – www.issuu.com

Bazaars have been seen to be a form of 'kinetic' energy for the city, the space feels dynamic, full of life and has an extremely vibrant look. People feel safe to some extent in the presence of a dynamic crowd as compared to being in the street alone. As said by Jonathan Anjaria (2006), in his article Street Howkers and Public Space in Mumbai, "There is no dearth of eyes in the street of Indian cities, let alone the densely populated Mumbai" (p.2143). Following Jane Jacobs' argument, the city should have ample of eyes' or street spectators, as it would offer visual pleasure to a wide spectrum of the population.

Figure 43: Sections of Dadar Market

SOURCE - Paul S., Open spaces in Mumbai, Landscape Environment Advancement Foundation (LEAF), 2012

II. Crawford Market

The Mahatma Jyotiba Phule Market, also known as Sir Arthur Crawford Market (named after the first Governor of Mumbail covers an area of 2.25 hectares and incorporates the main building which is in the heritage list. It was built in 1869 and designed by architect William Emerson this Victorian market among the oldest surviving markets of the genre. Market includes the activities like wholesale and retail outlets dealing in fruits, vegetables and fan apart from a variety of consumer items like toys, trunks, leather goods, footwear etc.

The structure is built according to the gothic style and is naturally ventilated with the help of worked out climatological solutions. This place demonstrates in one scene the several eras of evolution of the city of Mumbai from the colonial rule to the Muslim migrants to the end of Britian era to informality to the current chaos of automobiles and the aspirations to be a fond class city, it can be seen together as one big performance with the Crawford Market as its back drop.

Main Crawford Market area which is a closed space with shops in the structure.

Fruits and vegetables open air market space

Figure 44 : Crawford Market SOURCE – www.google.com

Figure 45 : Schematic Plan of Crawford Market SOURCE - Author

The Crawford Market is a single storied having a height of 12 m. The market has both open and close spaces for different products. This is a wholesale market. There is a separate market provided for fruits and vegetables which is an open market.

In some shops display of products is done in front which can be easly accessed by buyer and usually it's not in the reach of hand of seller, due to the large size of shops. Another layout seen is the market was that the display area was throughout the shops and was easily accessible by buyers. The customers could pick their choice of products and take it to seller for billing purpose. This layout was commonly seen in fruits and vegetable market. There's a platform created for the display of products which is usually made of the crates of fruits and vegetables or wood.

In the open markets the permanent shops were constructed and for shading purpose mostly the plastic sheets were used and that was a temporary structure in the market. For the indoor shops it was a wellcovered and ventilated area with natural and artificial light sources. The Indoor part of market was completely the permanent structure with a welldefined circulation.

The market is approached by main road leading to a huge hall with seating spaces that acted as a gathering space inside the market for vendors and visitors. Moreover, it also acts as a selling space for mobile vendors. There is a radio restaurant present is proximity of the market which is one of the famous gathering spots for the visitors of the market. There are various other small food stalls and tea stalls that act as a gathering and meeting space for the people in the market.

A Street is never complete without its people. The people who make a street what it has to be. Be it hawkers, be it residents of that area, be it consumers or be it pedestrians. Therefore we started understanding the tiny activities that people were observed doing on the street. The

percentage of people standing,sitting, bargaining, arguing, interacting, eating, drinking, etc. A major percentage of people visited the street as consumers. Interactions, conversations, bargaining happened amongst people who came to buy. A conversation, a discussion, generally starts when there are open and public spaces, which are not restricted for a class or a community of people. When people come together, though strangers they automatically tend to start a conversation or sometimes even arrive at an inference.

While Crawford Market is an integrative public space that caters to the needs of diverse class of people and is accessible to all, it did not seem to translate into a place where people could sit and discuss issues, be it personal or social and political. This is mainly because Crawford Market is always busy and does not have sittable places.

The most significant feature of Crawford market is the hawker community making the street most vibrant. The hawkers are positioned in such a way that they are an extension of the formal shops thus bridging the formal and informal activities. Thes informal activities occupy the sidewalk and flow approximately 1.5 meters into the street on both sides. The informalities were mapped on two different days, once on a weekday and once on a weekend to understand the activity pattern of the informal market. It was observed that some of the hawkers change positions on a Sunday as compared to any other weekday the reason being that some formal shops are closed on Sundays and the hawkers position themselves accordingly. This is because the tendency of the hawkers is to position themselves in the busiest area for maximum earnings. The varieties of goods that the hawkers offer are clothes, street food, juices, toys and so on.

(SameeraRaoimage2)

Crawford Market is a very successful city level market space. It is looked upon as a space of consumption and possesses a great opportunity to form a significant community level open space. The study on Crawford market suggests establishing shared spaces which will cater to a great diversity of people and a variety of functions at different times of the day The activity analysis mapping of Crawford Market suggests that while the hawker and vehicular activity is high during the day, it is the residential land use that keeps the streets and the area around the Crawford market alive during all times of the day. The vehicular activity is very low in the mornings and thus the streets can act as play grounds and open spaces for the community. Vehicular activity can be regulated during early hours of the day and various activities like mobile libraries and creating wifi zones along the streets can be proposed.

Figure 46 : Store Zoning SOURCE – www.issuu.com

CHAPTER 7 : CONCLUSION

This study made me understand the importance of public spaces in a market and how they can enhance the entire shopping experience of a buyer. A well-planned and well-managed market can provide deep benefits to a community.

Successful markets are centres which attract shoppers to a downtown or neighborhood commercial district, provide affordable retailing opportunities for small businesses. Sometimes help in preserving farming or farmland in the region. They supply the community with access to healthy, fresh food and create an inviting, safe, and lively public place that attracts a wide range of people.

These interactive spaces are made at nodes that connect different spaces. These spaces may act as courtyards or chowks or atriums or streets. They might be open market spaces or arenas where small competitions could take place.

Figure 47 : Interactive Spaces SOURCE – www.pps.org

In addition to shopping, sitting, and eating, the market’s layout should include spaces for performances, play or even learning that will give people multiple reasons to return to your market. Comfortable places to sit will foster a dynamic hub of activity and allow people to spend time people watching, which is a favorite activity at markets. Moveable tables, chairs and umbrellas along with a food cart are a common market addition. Strengthen connectivity to existing destinations near the market space and extend programming and activation into the space, i.e. playgrounds, sports fields, a shed, a café, library, etc.

Figure 48 : amphitheatre SOURCE – www.org.com

Figure 50 : courtyard space SOURCE – www.rethinkingfuture.com

Figure 49 : central activity space SOURCE – www.rethinkingfuture.com

Figure 51 : Interactive Square SOURCE – www.rethinkingfuture.com

Figure 52 : Interactive sidewalks SOURCE – www.archdaily.com

CHAPTER 8 : SITE OPTIONS

SITE OPTION 1 - BANDRA KURLA COMPLEX

Bandra Kurla Complex is the most well-known commercial sector of Mumbai which has been seeing a lot of development recently however lacks a market space, a space to gather around. A space which will attract all types of users and be a thriving spot in the centre of Mumbai. Keeping the location context, it is necessary to come up with a design that caters to a little higher sector of society. It is necessary to design a space with recreational facilities to provide for breather spaces amongst the dense commercial jungle. BKC looks like a good area to come up with a market design as a lot of people keep visiting and with the upcoming idea of coming up with residential buildings as well in the vicinity in the near future increases the sale and popularity of the market.

SITE OPTION 2 - KHARGHAR

Kharghar is a well-planned and developing locality of Navi Mumbai situated on the Mumbai-Pune Highway. It hosts a number of projects, with multi-storey apartments being the dominant asset class. The locality shares decent road and rail connectivity through Mumbai Highway, Panvel Road (NH-48), Kharghar Railway Station and NMMT Bus Network. The locality has decent connectivity with key employment centers spread across the surrounding areas of CBD Belapur, Taloja Industrial Estate, etc. Kharghar also has the presence of good social & retail infra nearby. Many reputed educational institutions are situated here. The markets in this area are very dispersed and at random corners with small shop areas and no proper infrastructure. Designing a market in this zone will definitely help clear the different small shops with get everything centralised with good recreational and public spaces.

SITE OPTION 3 - KALA GHODA

The Kala Ghoda precinct can be roughly defined as the area that stretches from the Regal Circle at the Southern end of Mahatma Gandhi Road, up to the Mumbai University at the northern end, flanked by the Oval Maidan to the west and the Lion Gate to the east.

Today, the area is a hub of cultural activity and a throbbing urban node with institutions like the Jehangir Art Gallery, Max Mueller Bhavan, Bombay University, Prince of Wales Museum, National Gallery of Modern Art, Institute of Science, Bombay Natural History Society, Elphinstone College, and David Sassoon Library around it, all within comfortable walking distance of each other. The most popular annual Kala Ghoda Arts Festival also takes place here where many artists, performers and craftspersons gather every February.This space has the capacity to house a flourishing market space in the future and also creating recreational spaces like an open library around the precinct.

Chapter 8 : DESIGN PROGRAM

The design program aims at designing a multi-product market space. A one stop market where a variety of products will be available with other social gathering spaces and spaces to eat and sit around.

The above is a diagramatic table of the basic necessities and spaces the market being designed will cater to.

Along with the above, the market will look at understanding how architectural solutions can be found to the waste disposal of the enormous amount of waste that is produced in a market. The proposal will look at understanding the needs of the people and the kind of spaces required. I will work on understanding market display colour psychology of people and how the market can combine it with better circulation.

A market for the future means a market that looks at making the entire shopping experience a more convenient one. A market with better infrastructure and the services looked it. A market catering to a larger audience and one with inviting spaces and enriching the entire shopping experience one will explore.

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